GOOD MORNING FROM ELITE AGENT

For real estate agents, today is National Pets Day - a timely reminder that no matter how good your pitch is, if the family Labrador doesn’t like you, the listing might be a stretch. So today, give a little nod to the grumpy cat who judges your open home styling, the overexcited dog who thinks every buyer is their new best friend, and the parrot who insists on yelling your competitor’s name during inspections.

And if a buyer asks, “Does the dog come with the house?”, still “no.” Unless, of course, it’s in the contract. Happy National Pet Day to the real MVPs of property inspections.

Today’s read time: 5 minutes, 47 seconds

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BEST PRACTICE

Honesty over hype: Do real estate’s trust problem starts at the appraisal table?

In an industry where charisma often sells and bold claims win listings, Barry Plant CEO Lisa Pennell is calling for a reset: less sizzle, more sincerity.

Her take? The real estate profession needs to stop trying to be everything to everyone, especially when it comes to pricing.

The pricing trap agents walk into

Too many vendors confuse agents with valuers, Lisa says - and too many agents fail to correct them. In a bid to win business, some agents inflate price estimates, feeding vendor hopes and setting the stage for later disappointment. “The vendor is predisposed to believe the biggest liar,” she says. “We all want to believe our home’s worth more than it is.”

But this “hope marketing” strategy isn’t just risky, it’s short-sighted. Promising top dollar may win the listing, but it damages long-term trust and fuels the need for “conditioning” vendors down the track. “If we’re not lying at the appraisal table, then we don’t have to do the conditioning,” Lisa argues.

Trust isn’t built overnight

Rather than pitch-and-pounce, Lisa champions a slower, more human approach which is rooted in honesty and consistency. One of her team members, she shares, secured a listing after nurturing the relationship for over ten years.

That kind of rapport, she insists, makes even the toughest conversations, like price adjustments, less painful. “If I’m your friend and I have to tell you your haircut’s really bad, it’s gonna hurt,” she says. “But if we have trust… it’s a lot easier.”

Real estate is emotional

Agents often forget that selling a home is rarely just transactional. It’s a goodbye to safety, memories, and meaning. Lisa urges agents to show empathy and to resist the default “sales mode.” Instead of pushing for fast wins, she says agents should lean into their role as trusted advisors.

“People are people. We're a people business. And trust is absolutely critical in our industry.”

LIsa’s message is clear: real estate’s future belongs to the agents who prioritise relationships over results, honesty over hype, and long-term trust over short-term gain.

Read the full story here.

ICYMI, yesterday we discussed why real estate could do with a bit more showbiz.

TOGETHER WITH HARCOURTS

Harcourts Foundation supports NICU families with Survival Pack donation

The Harcourts Foundation has joined forces with Miracle Babies Foundation to fund 100 NICU Survival Packs for families at the Women’s and Children’s Hospital in Adelaide. Each pack includes the “Nurture” guidebook, journals, milestone stickers, hand-knitted items, and a picture book, carefully curated to support families with premature or sick newborns.

Discussing the initiative, Pauline Smith, Head of the Harcourts Foundation, said: “We are proud to support Miracle Babies Foundation in providing essential resources to families during a challenging time. These NICU Survival Packs offer comfort, support, and vital information to families navigating the NICU journey.” The packs are designed to ease the emotional toll of neonatal intensive care and bring hope during a difficult chapter.

Read more about Harcourts’ support of the Miracle Babies Foundation here.

DEPT OF GEN Z

Younger buyers rethink the property rulebook, but agents still valued

A new LJ Hooker study reveals younger Australians are more open to co-ownership, apartment living, and digital tools to enter the housing market. While 45% of Gen Z would consider selling without an agent, most Australians still prefer expert guidance. Parental support remains key, with 82% of parents willing to help their children buy a home. Face-to-face agent communication is still the norm, though email is gaining ground with younger buyers.

DEPT OF LISTINGS

New listings rise across major cities

The property market is showing signs of renewed activity, with the number of new listings up 6.1% in March compared to the same time last year. Sydney and Melbourne are leading the increase, recording annual growth of 17.7% and 13.5% respectively. For buyers, it means more choice and a bit of breathing space after years of tight supply. With interest rates easing, many expect listing volumes to remain healthy in the months ahead.

DEPT OF AI

Stop posting suburb stats and use AI to say what buyers actually care about

Most real estate content is forgettable - suburb stats, just-listed posts, more of the same. But Samantha McLean thinks agents already have great content; they just need to shape it around what clients actually care about. Using Bain & Company’s Elements of Value as a guide, and a bit of help from AI, agents can create content that’s not just informative but meaningful. Think less “market update” and more “this helps me make a better decision.”

CELEBRITY HOMES

Wolfmother drummer lists Byron Hinterland home for $2.5M

Hamish Rosser, drummer for Wolfmother (and The Vines, if you're a muso keeping track), is selling his place in Clunes, just inland from Byron Bay. It’s a five-bedroom home on two hectares … plenty of space, plenty of quiet.

He and his wife Kristy worked with local designer Louella Boitel-Gill to give the place a solid update. It’s got that vintage-meets-modern thing going on - think charm without the creaky floors. The guide price is $2.5 million, and it’s being sold through expressions of interest via Ray White Byron Bay.

MOVERS + SHAKERS

Khaled Arabzedeh dominates Melbourne's southeast market

After initially being rejected from nearly every agency, he built a market-leading business with Area Specialist that's won Agency of the Year in Hampton Park for five consecutive years. More here.

Cameron Crouch launches Ray White Centenary

The Sherwood principal is expanding his team's reach to nine western Brisbane suburbs, bringing their auction expertise and comprehensive services. More here.

Success doesn’t rest on weekends! 
Get the latest on top agent and agency moves every Sunday with our weekly roundup in Movers & Shakers. Subscribe now.

AGENTS ON SOCIAL

Closing a tough deal feels like surviving a jungle brawl. Coffee, Baileys, and a long lie-in is absolutely required.

Then, you're back at it like nothing happened... real estate, am I right? 💤🍸 wrong?💇🏻‍♀️ 👩🏼‍⚖️

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day

Elite Agent is crewed by Mark Edwards, Catherine Nikas-Boulos, Rowan Crosby, Charmagne Arrubio and Samantha McLean. We aim to uplift the real estate industry by delivering forward-thinking, hype-free news and education that fosters knowledge and fuels ambition.

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